• Sara Brown-Rigoli

Harnessing the Power of Social Media to Boost Your Business Growth

Updated: Feb 8, 2021

Social media. It’s everywhere you look these days. You probably even have at least one personal social media account you use on a regular basis. These different platforms have done wonders for helping people connect with each other all across the world for a wide variety of reasons. And whether we like it or not, social media is here to stay. So, how can you harness the power of social media to help grow your business?

Let’s start by discussing some of the stats that show social media is still a powerful marketing and advertising tool for businesses.

  1. 90% of small business owners said social media has helped increase brand awareness/exposure.

  2. 2/3 of consumers are more likely to increase spending habits on a brand they follow on social media AND feel more connected to the brand/company.

  3. 80% of consumers were able to grow their trust in a brand through their social media experience.

  4. 71% of consumers were more likely to recommend a brand to friends and family after having a positive social media experience.

  5. 40% of small businesses rely on social media platforms to generate business revenue.

  6. 77% of people are more likely to buy a product or service from a brand they follow on social media.

The proof is in the pudding (or numbers in this case). Social media has the power to help you grow your business. These stats should definitely have you feeling excited about the prospect of what could be possible for your business with these platforms. However, to get the most out of social media, you need to determine which ones are best for your specific business needs.

With so many options out there from Facebook and Instagram to LinkedIn and Twitter, it can be difficult and overwhelming to know exactly which platforms will help get you that ROI you want from your social media channels. Before you dive into creating your social media channels though, there are a few factors you need to consider to ensure you see results and are not putting in a ton of time and effort that won’t get you results.

  1. What are your specific business goals? It is important that you are extremely clear on these so you have a clear direction to take your social media strategy.

  2. What is your business's unique selling point? Your brand’s USP is what differentiates you from your competition and helps create a consistent feel of personality for your brand.

  3. Create a tone/brand guide for your business (if you haven’t already). This should include keywords, phrases, descriptions, as well as images and videos, that will help ensure all creative choices follow the same guidelines going forward.

  4. Check out your competitors social media channels, websites, and ads. What creative mediums are they using? How are they using those assets to interact with their audience?

  5. Who is your target audience? What social media platforms do they primarily use? You may come up with amazing content and post with regularity, but if it isn’t directed at your target audience, none of that is going to matter at the end of the day.

  6. What is the story you are wanting to tell your audience? How does this story spotlight the product or service you want consumers to buy?

  7. In what ways will your social media presence support your business’s website? You should be thinking about how you can get your audience to move from your social media channels to your website where you want them to take action.

Once you have a plan in place for your social media strategy, and yes, it’s a lot of work just to get to this point, it’s time to figure out which platforms will be most beneficial for your brand. With so many options out there, and the fact that new social media sites are continuously popping up, it’s important you know where your target audience is and how best to reach them.

The first thing you need to consider is who are the people using a specific platform? That means you need to look at factors, such as the age range of users, that are most actively using which platforms. For instance, Instagram is most popular within the 18-30 age range. Compare that to Facebook, which has the highest daily usage among people aged 18-54; meaning that Facebook has the widest age range among its users.

The second thing you will want to consider when determining which platform(s) you want to use, think about the specific purpose each site serves in connecting you to your target audience. LinkedIn, for example, is the second largest platform for B2B with the intention of raising awareness of a company, nurture relationships with prospective employees, and building connections with other businesses. Meanwhile, Twitter is most beneficial in giving your brand a direct conversational avenue with your customer base. In a lot of ways, Twitter is more or less the equivalent of being able to text the world. It allows you to share a lot of information and news quickly with your audience.

Lastly, you need to think about is the type of content you want to present and the copy strategies you will use for maximum potential engagement. The most important thing to realize about your social media platforms is that you cannot use the same post interchangeably on each site. Every piece of content you create needs to be made for the specific platforms on which it will be posted. In order to see business growth and a ROI on the time and energy spent on your social media channels, ensuring the copy is differentiated for each platform you use is absolutely necessary.

After taking in all this information, you may be thinking to yourself that you may not have the time to do everything it takes to get your social media presence up and running. Not to mention the time it takes to constantly work on creating new content and copy for these channels, all while keeping up with customer engagement. The solution? Hire a copywriter! Why a copywriter as opposed to a social media manager? Copywriters have an understanding of how each social media platform functions, but more importantly, provide quality copy that will speak directly to your target audience and boost your brand awareness, engagement, and overall growth. Hire a professional to get you the results you want so you can spend your time focused on the business matters that truly require your attention.

Check out some of the resources below to get started:

  1. https://blog.hootsuite.com/

  2. https://sproutsocial.com/social-media-management/

  3. https://www.postplanner.com/blog

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